This article comes from Jennifer Ryan’s talk at our Los Angeles #GTM24 summit. Check out her full presentation and the wealth of OnDemand resources waiting for you.
Over my 20 years in enablement, facilitation, and training, I’ve learned one thing: engagement is everything. Whether you’re running a training session, leading a meeting, or even having a one-on-one conversation, your success depends on grabbing and holding someone’s attention. And let’s be honest—that’s no small feat!
We’re all competing for people’s time and focus. They’re juggling work deadlines, personal responsibilities, and a million other distractions. In my role, I’m constantly asking myself, “How do I meet them where they are? How do I make sure they leave with something valuable?”
My answer? A multimedia approach. By blending emotional and cognitive strategies, we can break through the noise and make an impact that lasts. Let me show you how.
Understanding the engagement challenge
Think about your audience—whether it’s salespeople, prospects, or colleagues. For salespeople, it’s all about pipeline and quotas. If what I’m teaching doesn’t align with those priorities, I’m just another distraction. Their attention isn’t only divided by work; they’re also dealing with life: soccer games, ballet recitals, and everything in between.
Then there’s the science of the “forgetting curve.” Did you know that within 24 hours of learning something, people forget almost 60% of it? It’s like driving a new car off the lot—the value drops immediately. That’s why engagement isn’t just about making people listen; it’s about making the information stick.
Engagement starts with understanding your audience. Beyond the professional metrics they’re chasing, there’s an emotional layer to everything they do. People don’t just want to meet their sales goals—they want to make it to their child’s baseball game. Recognizing that humanity is key.
When we tap into the emotional side of learning and interaction, we create deeper, more lasting connections. It’s about more than teaching facts—it’s about creating an experience they’ll remember.
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